WordStream, Inc. CONFIDENTIAL

WordStream, Inc.PPC Keyword Tools

Brainstorming the Paid Search Super Tool Search Engine Strategies, August 13, 2009Larry Kim, VP of Products, WordStream, Inc.

WordStream, Inc. CONFIDENTIAL

PPC Keyword Tool

• Keywords are Foundational for Search Marketing

• Do a bad job and nothing else works quite right!

Elements of Keyword Management

Web Analyt

ics

Keyword Suggestion Tools

Negative Keyword

Tools

Keyword

Research,

Analysis,

Organization

Campaign

Creation

Ad Copy Authorin

g

Bid Manageme

nt

Landing

Page Optimization

Campaign

ManagementMonitoring & Maintenance

Keyword Management

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Discovering Keywords

• How do you get a competitive advantage?

• How does a keyword tool know what’s relevant to your business?

Everyone Shares Same Keyword Data

Keyword Tools

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WordStream Keyword Discovery

• Your BEST Keyword Opportunities comes from Your Own Website!

• WordStream continuously aggregates keyword research data (clicks, conversions) from your own website into your own Private Keyword Database!

Keyword Research & Analysis

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Keyword Grouping and Organization

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Keyword Group Suggestion

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Self-Organizing Keywords

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Why Group & Organize Keywords?

• Select specific keywords & negative keywords

• Group together closely related keywords

• Write relevant text ads and destination pages to speak to the intent of the searcher!

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Awful: Too Broad! OK: Somewhat Related Better: Reflects Intent

Single Point of Leverage Affecting your Entire PPC Account!• Relevancy of Keywords to Ad Group, Text Ad, Landing Page

• Click Through Rate

• Quality Score

• Ad Position

• Minimum Bid Estimate

• Actual Cost Per Click

• Impression Share

• Conversion Rates

Why I ♥ Keyword Organization

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Keyword Organization

ROI

But Wait, There’s More!

• Keyword Organization Further Simplifies & Improves:– PPC Reporting– Bid Optimization– Landing Page Optimization– PPC Workflow– Teamwork & Collaboration

• Keywords are Foundational to your account and a Force Multiplier

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Actionable PPC & SEO Keyword Tools

• Turn Keyword segmentations into Ad Groups and/or Landing Pages

• Ad Text Tools to help with Relevant Ad Copy Creation

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WordStream Product Workflow

Re-factor new keyword opportunities into your existing keyword research, continuously expand and optimize! Obtain

More/Better Keyword Data

Keyword Research &

Analysis

Group, Organize, Find

Negatives, Prioritize Work

Publish Ads for PPC and/or Landing Pages

Comparing WordStream & PPC Keyword Tools

Criteria Keyword Tools WordStream

Exclusivity Public Data Private Data

Volume Estimates Dubious at Best Real & Accurate

Relevancy No Yes

Actionable No Yes

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Comparing WordStream & Microsoft Excel

Criteria Microsoft Excel WordStream

Updating Data Cement Fluid

Data Storage Model

Tabular Worksheets

HierarchicalGroups & Subgroups

Sharing & Collaboration

Desktop Application

Web Application

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Comparing WordStream & AdWords Editor

Criteria AdWords Editor WordStream

Overall Approach to Campaign Creation

Top-Down Bottom-Up

Organization Tabular Trees

Keyword Expansion Manual Continuous, Automated

Campaign Optimization

Bid Focused Relevancy Focused

Attribution Keyword Search Query

Workflow Many Tools, Directionless

Suggests Specific Areas for Optimization

Applications PPC PPC & SEO

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WordStream Key Benefits

Productivity•Data-Driven Tools

•Expert Workflow

Relevance•Keyword Organization affects everything!!

Value•Save Time

•Better Results

Thank You SES San Jose & Josh Dreller!

If you have any comments or questions about WordStream, or this presentation, contact Larry directly:

Email: lkim@wordstream.com Twitter: http://twitter.com/larrykim

Blog: http://www.wordstream.com/blog

WordStream, Inc.